In Search of Purpose
In a post-digital world, people are more than ever looking for genuine connection — one that carries trust and meaning. As people openly broadcast and share their lives online — with flaws and all — they expect brands to do the same and, above that, consumers will hold onto brands that represent a strong idea, one which allows them to make a statement about their story and who there are.
Consumers demand transparency, generosity, and commitment to deeply-held human values. They are in the search of purpose. Today, even the most respected and powerful organizations can be a post or tweet away from a fall, as reputations become more difficult to gain and easier to tarnish.
Nike’s purpose is to bring inspiration and innovation to every athlete in the world. To Nike, “if you have a body, you are an athlete”. The brand was born on a running track at the University of Oregon, one of its founders a coach and the other, a runner. The shoes were created from a desire to make better athletes, and better performance — that’s the reason “why” the brand exists.
Today Nike carries this ‘Why’ in its core, translating to tangible actions, creating meaning with each consumer experience. Nike connects with consumers because its purpose is genuine. It comes from the inside out. As a result, the brand attracts talents (it’s in the top 20 most desired places to work), can charge premium prices for its products, and creates loyalty and desire: the sports brand is today a fashion icon.
Another example of a brand that shows its Why in every facet is Innocent Drinks. The raison d’etre of this English brand (bought by The Coca-Cola Company in 2009) is to make natural, delicious food and drink that helps people ‘live well and die old’. It is both serious and irreverent, good and fun. This strong idea behind the brand defines the company, its products, the subsequent behaviour inside the company, and ultimately its impact in the world. Today, Innocent is more than a product, it is an emotional feeling, an intention, a commitment — it transcends and creates real meaning to consumers.
Brands with purpose will connect people with their own purpose. In a time where “who you are” is increasingly becoming an important exemplar of status, brands that play a valued role in life and help consumers in building meaningful histories, will be the ones that create long-lasting connections with people.
